Articles

May 13, 2016  
How to Market Effectively to Millennials

Millennials are a generational cohort of increasing importance to marketers based to their numbers and distinct demographic composition, attitudes, values, motivations, and media consumption. This article covers best practices for effectively marketing to Millennials, based on research and in-market experiences of brands attempting to forge relationships with this group. Five key principles are outlined and each is accompanied by a case study from a global brand. This article was first published in the May 2016 issue of AdMap www.warc.com.



May 26, 2015  
Brands Communicate About Sustainability: But not in a language millennials understand
There's no mistaking the swelling tide of attention to, and interest in, corporate sustainability – both from the perspective of businesses and from consumers. Guiding millennials through the evolving sustainability landscape may be a key foundational element of creating meaningful conversations on this topic in the years to come. Read more.

October 1, 2014  
HP Ink Advantage “Printing that Helps Your Child Shine”
In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.

September 26, 2014  
Should Indian Brands ‘Stay Home’, or Seek Their Fortune Abroad?
The home-grown brands in the BrandZ Top 50 Most Valuable Indian Brands ranking have all made good in India’s hyper-competitive market, with strong management and marketing skills backed by financial muscle. With this in mind, it’s not surprising that many of them are turning their attentions abroad.

November 8, 2013  
London Pride: The Young Adult Prespective
We have seen over the last few years the world’s wealthy and upwardly mobile moving to the city, attracted by its high quality of life, job and business opportunities, the cultural scene, and the sense of buzz. But just how far does this feeling extend to the UK population, particularly to young people who will be critical to the future success of the capital?

September 5, 2013  
Qualitative Research into Social Media Strategy and Activity
Qualitative research is widely recognized as having value in helping to develop great advertising.

August 28, 2012  
Spotlight: Millennium Generation
The generation born in the millennium across the Africa & Asia Pacific region has come at the cusp of some very interesting economic and social changes, that have influenced their outlook on life.

August 24, 2012  
How Do People Have Fun and What Do Brands Have to Do With It?
The Resignification of Fun in the Contemporaneous World

July 30, 2012  
The Evolution of China's Role Models
To view the Chinese version, click here.

June 22, 2012  
Big Ideas: Research Can Make a Big Difference
It seems that everywhere we turn these days we see or hear something about “big ideas.” Major global companies, including the likes of Coca-Cola, Procter & Gamble, Unilever, and Diageo, are putting increasing emphasis on finding powerful, mindblowing creative concepts to fuel their marketing communications campaigns.

June 22, 2012  
Spotlight: Exploring the Teen World
Teens are continuously evolving in their behaviour and attitudes which seems daunting for any brand wishing to connect with them. In addition, sub-cultures are emerging and are adding to, or replacing, traditional ones.

June 11, 2012  
Sustainable Consumption: The Decline of Hyper Consumerism

Consumers, now more critical and engaged, are becoming more interested in conscious consumption that balances personal satisfaction and sustainability, valuing ecologically correct, socially just, and economically viable alternatives.



January 9, 2012  
Exploring the Use of Celebrities to Increase Brand Appeal
Brands often use celebrities to encourage and influence customer perception of their brand; although it can be a risky strategy, signing a celebrity can be a shortcut to brand recognition and association.

November 14, 2011  
Harnessing the Vibe of London
Exactly what is it that makes London one of the coolest, eclectic and most creative cities in the world? What does today’s generation of young people think about the capital and how can brands harness London’s vibe in order to better connect with young consumers?

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